Full Project – THE EFFECTIVENESS OF PERSONAL SELLING IN THE MARKETING OF CAPITAL GOODS

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THE EFFECTIVENESS OF PERSONAL SELLING IN THE MARKETING OF CAPITAL GOODS

(A CASE STUDY OF ANAMBRA MOTOR MANUFACTURING COMPANY ANAMMCO)

ABSTRACT

This study focus on the effectiveness of personal selling in the marketing capital goods. It goes on to explain some processes involved in personal selling and how it can be combined to achieve efficiency. Anambra Motor Manufacturing Company was the company used in this study, its staff were studied as well as their Business consumers in other to determine the effectiveness of personal selling in the marketing of their products. The main purpose was to find out among other things the following.

–         Effectiveness of personal selling in the creation of awareness.

–         The impact of personal selling on repeat purchase

–         How ANAMMCO product demonstration awakens the customer’s interest.

–         To know if ANAMMCO’S customer’s patronage is high or low in relation to personal selling.

–         To know if ANANNCO’S ratio of sales expenses to sales volume is high on low

–         To study the performances of ANAMMCO sales persons and how their performance affects the company’s profit.

The population of the study were from the management/staff of ANAMMCO and their Business consumer in Enugu metropolis.

Topman’s formular was used to determine the sample size since it was not possible to study the entire population in Enugu metropolis.

Questionnaire was used to collect data from respondents. These data were carefully analyzed and interpreted using tables while Chi- Square statistics were used to test the four hypothesis formulated.

Based on the analysis, the following findings were made.

–         That ANAMMCO salespersons are performing well in creating awareness for their products

–         That the sales persons are also not lagging behind in getting the interest of the prospects.

–         That the company is operating at a good profit margin but has not actually measured up to the expected level.

–         That the customer’s patronage level needs to be improved.

–         Inadequate motivation of salesforce.

Based on these findings the researcher recommended ways with which to solve some of the problems encountered by this company. Such as mapping out the followings strategies to improve customers patronage.

–         Provide additional product information and suggestions for product care and maintenance though brochures or advertising.

–         Ensure good service and immediate follow upon complaints to provide post purchase support.

–         Follow up after the purchase with direct contacts to make sure the customers understands how to use the product and to ensure satisfaction.

–         Increase the level of consumer involvement with their brand by increasing the importance of a product attribute.

–         Improving the salesforce motivation.

It is strongly believed that if the above measures are taken, the company will be placed on the track of efficiency.

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Full Project – THE EFFECTIVENESS OF PERSONAL SELLING IN THE MARKETING OF CAPITAL GOODS